The role of celebrity endorser toward brand attitude and purchase intention
Riyana Putri ORCID ↗ · Ratna Roostika
International Journal of Research in Business and Social Science · 2022 · Vol. 10 / Issue 8 · 68-75
Publication metrics
External links open provider records or DOI searches. Provider counts are not combined. Mendeley readership measures saves, not citations.
Dimensions
Live provider badge. If unavailable, use the Dimensions link above.
Observed 21 Oct 2026, 07:22 UTC
Observed 21 Oct 2026 00:49 UTC
Observed 21 Oct 2026 23:02 UTC
OpenAlex and Mendeley observations refresh on article visits, at most once per 24 hours. Unavailable data is not zero. Google Scholar opens a DOI search.
Citations received by this article, grouped by the year of the citing work. Crossref and OpenAlex lifetime totals remain separate in Publication metrics.
2017–2026 Annual history last updated:
Citations received
OpenAlex · year of the citing work
Hover over a year or focus the chart and use arrow keys to inspect values.
2017–2026 annual-history window. 2026 is year to date. Unknown years have gaps.
View data & coverage
2026 is incomplete. Within a successfully fetched ten-year window, omitted years mean zero. Years beyond a saved observation’s window remain unknown (—). Older citations are excluded, so this chart’s sum may differ from the OpenAlex lifetime total. The date above belongs to this annual history; an unsuccessful refresh keeps the previous observation.
Abstract
The purpose of this study was to examine the effect of the source credibility of celebrity endorsers such as trustworthiness, expertise, and attractiveness) on brand attitudes and purchase intentions for endorsed brands. The type of sampling used is purposive sampling with a total of 300 respondents. The analytical method used is the Structural Equation Modeling (SEM) method using Smart PLS (Partial Least Square) software. This study finds that the trustworthiness, expertise, and attractiveness of a celebrity endorser have a positive and significant effect on brand attitude and purchase intention. This shows that the better the trustworthiness, expertise, and attractiveness of a celebrity endorser, the better the consumer's positive attitude towards the brand (brand credibility). Furthermore, the better the consumer's positive attitude towards the brand (brand credibility), the higher the purchase intention that arises from a consumer.
Keywords: {'name': 'Celebrity, Endorser, Trustworthiness, expertise, attractiveness, Brand Attitude'}
Authors & affiliations
Riyana Putri
Affiliation not supplied
Ratna Roostika
Affiliation not supplied
Deposited references
Supplied references, not a list of publications citing this article.
DOI: 10.1108/RIBS-07-2020-0089
DOI: 10.1080/02650487.2008.11073052
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications. Cengage Learning.
DOI: 10.1002/cb.38
Chaudhuri, A. (1999). The effects of brand attitudes and brand loyalty on brand performance. ACR European Advances.
DOI: 10.1177/002224379102800305
DOI: 10.1362/026725799784870379
DOI: 10.1086/266350
DOI: 10.1016/j.ijinfomgt.2019.07.009
DOI: 10.1080/00913367.1982.10672807
DOI: 10.1086/209029
DOI: 10.1108/MIP-04-2021-0104
DOI: 10.1177/1938965510363669
DOI: 10.29244/jmo.v8i1.18598
DOI: 10.1177/002224378101800306
DOI: 10.1080/00913367.1990.10673191
DOI: 10.5614/sostek.itbj.2016.15.02.6
DOI: 10.1080/00913367.2001.10673641
DOI: 10.1108/BIJ-01-2014-0007
DOI: 10.1108/03090561111119958
DOI: 10.1080/00913367.2005.10639201
DOI: 10.1080/00913367.2000.10673613
DOI: 10.1108/SBM-03-2021-0030
DOI: 10.2501/JAR-2017-042